Final report e commerce

- Business Model: B2C Business- -Consumer businesses sell toproducts or services directly to the final consumer - Products/Services Thermal water tank - Target Market is aimed at customer

MINISTRY OF EDUCATION AND TRAINING

HO CHI MINH UNIVERSITY OF ECONOMICS AND FINANCE

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FINAL REPORT E-COMMERCE

Lecturer: Mrs.Vuong Khanh Tuan Class: 23D1EBU03E

PERFORMANCE EVALUATION

ACKNOWLEDGEMENT

First of all, our group would like to express our sincere thanks to our tutor, Master of Vuong Khanh Tuan, who has enthusiastically taught and guided us throughout the course

In addition, we would like to extend our gratitude to the students of the E-Commerce class (23D1EBU03E) for their support

During the nearly two months of the course, we have gained knowledge and including how to analyze markets and customers, strategies for positioning and differentiation, and how to develop marketing for a brand

Although we have made every effort, there may still be mistakes and disadvantages in this report We kindly hope for your understanding

On behalf of the Yourwish group, we sincerely thank you!

E-Commerce Business and Marketing Plan Template

I Executive Summary

- Business Name: Yourwish

- Mission Statement Brings convenience to daily life Yourwish products are designed with the goal of bringing maximum convenience to users, helping them enjoy life in a more enjoyable way

- Vision: To become Vietnam's leading brand of thermal products Yourwish aims to be the number one choice of consumers when it comes to products that help keep heat or cold

- Business Model: B2C (Business- -Consumer) businesses sell toproducts or services directly to the final consumer

- Products/Services Thermal water tank

- Target Market is aimed at customers with usage needs such as students Customers need to use it during working hours, during sports activities,

- Key Objectives:

+ Revenue growth: Expanding market share, increasing product sales and increasing revenue are the core goals of every business Increase profits: Optimize production processes, reduce costs, increase selling prices (if possible) to achieve the highest profits Building a strong brand: Creating a reputable brand that is trusted and chosen by consumers

+ Market expansion: Access new markets, both domestic and international

+ Product diversification: Develop new product lines and improve existing products to meet diverse customer needs + Improve product quality: Ensure products meet high quality standards, are safe for users and environmentally friendly + Optimize the supply chain: Minimize costs, increase efficiency in the production and distribution of products

- Financial Overview:

1 Revenue

Revenue growth: Shows growth over the years, often influenced by customer demand, economic development and market expansion

Market segmentation: Revenue can be divided by geographic area, customer group (retail, wholesale), or distribution channel (online, physical stores)

Net profit: Final profit after deducting all costs, including taxes and operating expenses

4 Investment & Resources

Research & development (R&D): Invest in thermal technology, design innovation, and sustainable materials Assets: Manufacturing plants, equipment and intangible assets such as brands

5 Competition

The thermos market has the participation of many big brands such as Thermos, Hydro Flask, Lock&Lock, and local brands

Brands that want to maintain a competitive advantage need to have appropriate pricing strategies, good product quality, and the ability to innovate

6 Market trends

Environmentally friendly products: The demand for reusable products increases when consumers care about environmental protection

Online sales channel: Online shopping through e-commerce platforms such as Shopee, Lazada, or Amazon accounts for a large proportion

II Business Overview

Company Description: Yourwish is a brand specializing in high-end thermos products We do not simply sell products but also bring a new lifestyle, where enjoying your favorite drinks becomes more convenient and classy

Brand: Yourwish is built on a foundation of innovation, quality and great customer experience We are constantly looking for the latest technology and unique designs to create perfect products Products: Besides thermos bottles, Yourwish also provides accompanying accessories such as carrying cases, straps, and other convenient cups and glasses

Customers: Yourwish customers are people who love convenience, care about health and have high aesthetic taste

They are people who are always looking for quality and unique products

Distribution channel: Yourwish focuses on e-commerce business, helping customers easily access products anytime, anywhere We built a professional sales website, along with other online sales channels such as Shopee, Lazada, Tiki,

Business Structure:

Founder and Chief Executive Officer (CEO): Phan Thanh Hoang Khang, develops strategies to build a long-term vision for the product Manages the business and makes decisions, drives business operations to ensure coordination among departments and makes decisions on finance, operations, and strategy Builds relationships and constantly innovates to drive continuous growth for Yourwish

Chief Financial Officer (CFO): Thai Viet Duc, builds and oversees the budget, monitors cash flow, and develops long-term financial plans for the sustainable development of Yourwish Conducts financial analysis, provides forecasts and analysis of costs, revenue, and profits to make strategic decisions for Yourwish Identifies financial risks such as market fluctuations that affect the business and proposes solutions

Chief Marketing Officer (CMO): Phan Le Hoang Thai,

analyzes the market and identifies target customers for Yourwish, thereby developing and implementing overall marketing strategies that align with Yourwish's business objectives Creates advertising channels, PR, and social media to introduce Yourwish's business and products, aiming to develop and position Yourwish's brand in the market Implements customer management and user experience strategies to ensure customers truly love Yourwish Leads the Marketing team to implement product sales strategies and analyze and measure performance, to adjust Yourwish's strategies to suit the market

Operations Director: Ngo Man Dat, manages operational processes, improves efficiency, reduces waste, and maintains operations to ensure quality for Yourwish Manages the supply chain, oversees from purchasing materials to final delivery, and coordinates with suppliers to optimize costs for the business Continuously monitors inventory to ensure balance Manages quality, monitors products to meet standards and customer expectations for Yourwish, and continuously inspects and improves Yourwish's quality Uses CRM tools and software to improve operational efficiency

Software Director: Nguyen Viet Thanh, develops and maintains software, designs and builds technology platforms to serve customers effectively, and tests software to ensure products

are error-free and operate stably before being introduced to the market Manages technology and provides system architecture, planning for Yourwish, and dividing work for the team to develop products, creating the overall technology architecture for Yourwish to ensure that software technologies work synchronously and efficiently Proposes and tightens cybersecurity, protecting data against intrusion, data theft for Yourwish and complying with ISO regulations Proposes innovative technology directions, updating new technological information such as AI, IoT to apply in the development process

of Yourwish and long-term development orientation for Yourwish Provides internal support and trains employees to ensure that business departments use technology effectively."

- Ownership: Phan Thanh Hoang Khang and his roles are build a vision,strategic planning and investment decision

- Location Binh Thanh district, Ho Chi Minh city :

III Market Analysis

Industry Overview:

1 Long-term investment in infrastructure: Focusing on technology, logistics, and human resources for sustainable development, rather than pursuing short-term profits

2 Building an e-commerce ecosystem: Creating synergistic value for partners, businesses, and consumers, promoting digital transformation and long-term development

3 Applying modern technology: Utilizing AI, machine learning, IoT, and blockchain to optimize operations and connect with partners and consumers via APIs

4 Connecting with customers and personalizing experiences: Personalizing the shopping experience from search to returns, with a focus on favorable return policies

5 Buy Now, Pay Later (BNPL): Expanding this payment method to meet consumer demand and facilitate online shopping

6 Promoting digital economic literacy: Bridging the e-commerce gap between regions, benefiting farmers, and promoting product traceability

Target Market Description:

+ Office workers: Office workers who regularly use computers need a thermos to keep things warm or cool, helping to increase work productivity

+ People who care about health: People who care about their health and want to limit the use of bottled drinks will look for a quality thermos product that ensures food safety and hygiene + Travel lovers: Travelers need a convenient, easy- -carry tothermos that allows them to enjoy their favorite drinks anytime, anywhere

+ High-income consumers: These customers are often willing to pay for high-end products with unique designs and good quality

- Psychographics: most people can use bottle of Yourwish(student,worker,office staff, )

- Keep drinks warm: Customers want to keep drinks hot or cold for a long time

- Carry with you: Use for outdoor activities, work, school, exercise

- Health: Pay attention to drinking enough water, especially warm water

- Environment: Choose a thermos to minimize the use of single-use plastic bottles

Market Size & Growth Potential: The market value of thermos products (water bottles, cups, and thermos powder) in

2023 is estimated to reach ~8.8 billion USD and is expected to reach ~12.2 billion USD in 2030, with Annual growth rate (CAGR) is about 5%

The Asia-Pacific region is one of the fastest growing regions thanks to its large population and changing consumer habits

Vietnam market: The trend of using environmentally friendly products such as water heaters is increasing, especially in large cities such as Ho Chi Minh City and Ha Noi

The size of the domestic market is estimated to grow by 7–10%/year, thanks to users increasing awareness of environmental protection and healthy lifestyles

- The insulation layer is made of durable thermal foam, offering better heat retention than usual

- High durability: Resistant to impacts when carried in bags or backpacks due to the rubber base

- Wide-mouth design: Easy to add ice and includes a stainless steel tea strainer, preventing spills during use

- Convenient and intelligent structure: The lid features a silicone seal that enhances airtightness, minimizes water leakage, and improves thermal retention

- High-quality materials: Made from premium stainless steel with a BPA-free PP plastic lid, the bottle ensures excellent heat retention and is safe for health

- Large capacity: Provides sufficient daily water intake

- High price for premium models: Some LocknLock products are priced above average, especially those with unique designs

or special functions

- Limited repairability: If the bottle encounters issues, replacing

or repairing components is not always straightforward

IV Products/Services

Description: YourWish thermos is a high-end product with modern design, suitable for many lifestyles With double-layer stainless steel insulation, YourWish thermos keeps drinks hot or cold for a long time Products often have leak-proof lids, diverse capacities, and convenient designs that are easy to carry This is the ideal choice for work, study, or outdoor activities

Features & Benefits Possessing many outstanding features, meeting the diverse needs of users The product is made from high-quality 304 stainless steel, durable, rust-proof and BPA-free, ensuring health safety Thanks to advanced vacuum insulation technology, Zebra thermos can effectively keep drinks hot or cold for 8 12 hours, depending on capacity –and usage environment Smart design with leak-proof, airtight lid helps prevent spills while on the go, while the anti-fingerprint and anti-slip surface provides convenience when holding The product has many capacity options from 350ml to more than 1 liter, suitable for different personal needs In addition, the bottle is easy to clean thanks to its smooth interior and simple design, providing a comfortable and long-lasting usage experience.

Product Development Plan:

- Pricing by segment:

+ Divide products into multiple segments (for example: standard, premium, and limited edition thermos) Each segment will have different values and features

- Profit Margin

+ Manufacturing costs: Calculate production costs, including raw materials, labor, transportation, marketing and other costs

+ Desired profit margin: Usually, a profit target of about 30-50% will be set for each product, depending on the segment and value

of the product With premium products, profit margins can increase up to 70%

+ Promotions and discounts: Need to consider quickly when implementing discount strategies so as not to affect value effectiveness Discounts may focus on holidays or special events

- Seasonal discounts: Promotions on major holidays such as Lunar New Year, Christmas, or Black Friday, help stimulate shopping

+ Combo promotion policy: Provide product packages at preferential prices when customers buy multiple bottles (for example: buy 2 get 1 free, discount when purchased with other products)

+ Loyalty program: Give reward points to customers who return

to shop, or get discounts on your next purchase

+ Discount when referring friends: Encourage customers to share with friends about the brand, you can give a discount code for each successful referral

Pricing Strategy:

- Price is an important factor in Marketing strategy, including wholesale price, retail price, discount programs and promotions

Prices need to be commensurate with the value customers receive and ensure competitiveness

- Most of Yourwish's customers belong to the affordable to middle class Therefore, Yourwish wants to bring customers a high quality product, offering a suitable price for the customer segment from 250,000VND-500,000VND Regarding production costs, Yourwish products account for about 30-50%

of the value of a product Thereby, Yourwish's profit has reached 20-30% per product

- Besides, Yourwish also offers preferential policies when buying

in large quantities, offering 2-3% discount prices when purchasing (such as: product combos or family orders to help save money for customers) client) Offer flexible promotional policies, offer discounts, seasonal incentives or gifts Offer wholesale prices to partners to promote competition in the market

V Marketing Strategy

Brand identity: Yourwish aims for a modern, dynamic, convenient and environmentally friendly image The brand focuses on product quality, exquisite design and user experience

Logo: Stylized image of a thermos with soft, modern lines Below is the Yourwish brand name in a simple, easy- -read tofont

Color palette: Use fresh green tones (showing environmental friendliness) combined with silver gray (showing modernity and sophistication) Other bright colors such as orange, yellow, blue can be used for special product editions

Message: "Reach your dreams, bring convenience and style

to every moment." (conveys the core benefits of the product and its connection to everyday life)

Marketing Channels:

- Digital Marketing:

+ SEO: Research keywords related to thermos (for example:

"best thermos", "cheap thermos", "stainless steel thermos", ) Optimize your website content and blog posts with these keywords

+Build quality backlinks from reputable websites

+ PPC (Pay Per Click): Run Google Ads advertising campaigns targeting relevant keywords and potential customers Use remarketing to re-reach people who have visited your website but haven't made a purchase

+ Social Network Marketing: Build a community on Facebook, Instagram, TikTok,

 Share useful content on how to use and preserve thermos, benefits of using thermos,

 Organize minigames and competitions to increase interaction Run ads on social networking platforms